In a vibrant celebration of tradition and culture, Tata Tea Agni is ushering in the Chhath Puja festivities with its latest initiative, the ‘Sikki Kala Mahotsav.’ This special campaign highlights the intricate art of Sikki Grass Craft, a time-honored tradition deeply rooted in Bihar and Jharkhand. The event, held at City Centre Mall on November 4th and 5th, features a stunning life-sized installation made entirely of Sikki grass, crafted by talented local artisans.
The installation showcases figurines representing the four significant days of Chhath Puja: Nahay Khay, Kharna, Sandhya Arghya, and Usha Arghya. Alongside the installation, attendees can witness live demonstrations of the meticulous crafting process, providing a unique opportunity to connect with this cultural heritage. Tata Tea Agni has also launched a limited edition series of festive packs, further celebrating the essence of the festival.
Tata Tea Agni’s focus on regional heritage resonates with Gaya consumers, who are increasingly drawn to brands that reflect their cultural values. Puneet Das, President of Packaged Beverages at Tata Consumer Products, emphasized the brand’s commitment to nurturing local traditions, enhancing its appeal .
